Anchor text is a critical component of any effective link-building strategy, significantly influencing search engine rankings. Backlinks are essential factors within search algorithms, making the precise use of anchor text extremely valuable. When executing a link-building campaign, it’s crucial to ensure external websites use targeted, keyword-rich anchor text.

Commonly, websites default to linking with a company’s brand name. While beneficial for brand visibility, this practice often fails to provide context about the company’s offerings. Typically, companies already rank highly for their brand-related searches, making brand-focused anchor text redundant from an SEO perspective.

For example, consider the fictional company, “Acme Plumbing Supplies”:

Many links may simply use the anchor text “Acme,” which provides minimal context to search engines about the business’s offerings. However, by enhancing the anchor text to include relevant keywords—such as “Acme Plumbing” or “Acme Plumbing Supplies”—you significantly improve the descriptive value of your links. This targeted approach boosts your site’s visibility for critical search queries, driving more relevant traffic to your website that otherwise might not have found you.